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Aeroplan Member
Activation Program

Services Used
ThinData EMS
ThinData's Email Marketing System (EMS) is the cornerstone of our product and service offerings. Sophisticated, robust, & highly secure, our online software handles your messages quickly & efficiently, whether you have a list of 800 or 800,000.

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Strategy
ThinData's strategists help you increase your returns. We can help you best display your content so that the most important information gets highest visibility.

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Creative
ThinData staffs a full in-house design team, available to create or assist with your HTML email creative and Web site development. We also draw on the expertise of world-class design & branding professionals and agencies for specific project components.

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Managed Deployment
Allowing ThinData to manage your email lists and deployments, to perform analysis and deliver the reports you need on a regular basis will save you time and money. We are experts at what we do.

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ISP Relations
ThinData has a deep knowledge of all issues that can impact email delivery -- one of our core commitments. ThinData's Delivery and ISP Relations department is also responsible for guiding clients through anti-spam and privacy law compliance.

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SITUATION

When a new member enrolls in the Aeroplan program, they are welcomed with a series of emails intended to teach them how to make the most out of being an Aeroplan member.

Member interest in these emails wasn't as high as Aeroplan had hoped. Open rates were lagging. Clickthrough rates were unimpressive. Partner offers and, critically, the member's temporary, Aeroplan card were lost at the bottom of these long, text heavy emails.

Aeroplan asked ThinData to rethink the activation sequence and create a program that would keep Member interest through the course of 5 emails.

SOLUTION

Our creative strategists re-architected the emails to create a more vibrant, interesting vehicle. We moved the temporary Aeroplan Card up into the top right corner and prompted the Member with a strong call to action: "Use this temporary Aeroplan card to start accumulating Miles today."

20% of recipients clicked on the link to print the card.

We created room for partner offers above the fold and worked offers in beside rich, engaging copy. We included a survey feature in each email, polling the Members to find out what they find most valuable about the program. We also included an "upcoming issues" area to let Members know what to expect next in the sequence.

THE RESULTS

Unique Open Rates increased 32%
Unique Clickthrough Rates increased 58%

PDF

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